How a WhatsApp Message Created a Foundation for Michelob Ultra’s New Fan Base

On March 11, 2020, the NBA indefinitely suspended the season after a player tested positive for Covid-19. It was a frightening moment that sent shock waves across the nation. Other leagues quickly followed the NBA, leading to a standstill across professional sports. Countries around the world were imposing strict and immediate lockdowns on all facets…

How Brands Are Offering More for Mother’s Day Than Chocolate and Flowers

Bouquets, greeting cards, candy, a lovely brunch. Mother’s Day tends to culminate in the same cluster of gifts every year. That’s not necessarily a complaint, as those happen to be the most reliable and readily available options–especially for those who tend to wait until the last minute to secure a gift. But after enduring an…

Experiential Marketing’s Reset Is Being Propelled By ‘Virtual Fatigue’

“Enthusiastic caution” may be the most celebratory description for the current state of experiential marketing. Tugging at the imaginations of agencies and marketers is the idea that a backup plan and disaster preparedness must be baked into every program moving forward. The crisis mode that gripped performance marketing agencies and brands since March 2020 may…

Fighting Back Against Amazon, Indie Bookstores Wage a Cardboard-Wrapped Protest

Mom-and-pop bookstores around the country are taking on Amazon in a sharp-elbowed stunt that uses lookalikes of the retail behemoth’s ubiquitous cardboard boxes as a trolling medium. The program, called #BoxedOut on behalf of the American Booksellers Association, comes from DCX Growth Accelerator, an agency known for punking a group of fashion influencers with $20…

Hyundai’s Drive-Thru Outdoor Museum Celebrates Latinx Artists

As drive-thru consumer events become an experiential marketing norm, Hyundai recently created its own in Los Angeles to spotlight multigenerational Latinx artists. For Hispanic Heritage Month, the auto brand partnered with Gabriela Ortega, chief curator of the Museum of Latin American Art (MOLAA) and nonprofit Art of Elysium (AoE), to create nine installations for a…

This Betty Crocker Cake Mix Educates You on T-Mobile’s 5G Network

T-Mobile has formed an unlikely partnership with Betty Crocker on what is likely the first cake mix dedicated to explaining the technical intricacies of wireless networks. The free limited-run product, which was quickly given out today, provides the ingredients for a layer cake with frosting in the carrier’s trademark pink color. Each of its levels…

Walmart Will Host Socially Distant Trick-or-Treating and Tailgate Events at Stores This Fall

With each season change, retailers, brands and consumers have to adapt a new set of events, traditions and habits to the reality of the coronavirus pandemic. After a series of summer events that included a virtual kids camp and drive-in movies at 160 stores around the country, Walmart just released its fall lineup, including Halloween-themed…

Amazon Studios Fills a Virtual House With Real Actors and DJs for Blumhouse Films

Amazon Studios is giving horror fans a chance to explore a new slate of Blumhouse films through four live, virtual experiences. Amazon’s film and TV production and distributor arm will launch Welcome to the Blumhouse Live, a consumer-facing event that celebrates the release of four new Blumhouse thrillers on Amazon Prime Video: Nocturne, Black Box,…

FX Taps Chefs to Redefine the American Pie for Fargo Season 4

When Season 4 of FX’s Fargo was slated to premiere in April, the network planned to promote the anthology crime series with a pop-up pie shop in Los Angeles. The Covid-19 pandemic not only postponed production and the premiere date, but FX’s initial experiential plans as well. While Fargo eventually resumed production and premiered on…

First Virtual Afropunk Brings in Brands for Weekend of Entertainment and Activism

Since the Afropunk Festival debuted in Brooklyn in 2005, it has grown into an international touchstone for the Black community to gather for weekends of live music, art, fashion and film by Black artists and creators. 2020 was poised to be the festival’s biggest year yet, with stops in Paris; Bahia, Brazil; Johannesburg, South Africa;…

In-Person Brand Experiences Are Making a Comeback—If You Have a Car

The Covid-19 pandemic has devastated the experiential industry this year, forcing brands to cancel pop-up events and agencies to lay off staff and close entirely. But as Americans get used to living with public restrictions, in-person events are returning–for those with access to a car, at least. Brands such as Freeform, HBO Max, Impossible Foods…

Ikea and Vox Creative’s Digital Tiny Home Campaign Promotes Sustainable Living

In March, Ikea and Vox Creative, Vox Media’s in-house brand studio, had plans to take a tiny home on a road trip across the U.S. with influencers to inform consumers how to live more sustainably. But when the pandemic hit, the brands had to rethink how to deliver its campaign message to consumers through a…

Barefoot’s Black Eyed Peas Partnership Brings an AR Experience to Wine Lovers

Barefoot is combining music and augmented reality for its latest strategy to reach consumers, with help from the Black Eyed Peas. The wine and bubbly brand has partnered with the pop-rap group for Band Together, a campaign inviting fans to download a custom AR app to activate an animated remix of the group’s new song…

Bee-Two-Bee Is In Need of Some New Buzzy Buzz

With industry conferences and live events now off the table because of COVID-19, business-to-business marketers are busy looking for new avenues and new methods to help them connect to prospects and current customers. According to Carla Piñeyro Sublett, the chief marketing officer of NI (formerly known as National Instruments), spells it out in a lengthy […]

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Hulu Creates Spooky Drive-In for Halloween to Celebrate the Breadth of Horror Content

Spooky season is quite a busy time for Hulu. The streaming service reported members viewed more than 6 billion minutes of horror content on the platform in 2019. To engage horror fans around Hulu’s Halloween-centric new releases and library titles this year, the brand is hosting a Huluween drive-in experience in Los Angeles. The brand…

With South by Southwest’s IRL Future in Limbo, Is It Worth It for Brands to Show Up?

Key Insights Even if the event ends up being all virtual, it still holds value for brands and marketers. What SXSW will look like in 2021 is still up for debate, but brands are still planning to participate. SXSW can pull off a similarly impactful experience, but creativity will be necessary. The coronavirus pandemic has…

Absolut Vodka’s #VoteResponsibly Campaign Wants You to Vote First, Then Drink

In a followup to its Valentine’s Day #SexResponsibly campaign about consent, Absolut Vodka is encouraging fans to be responsible with the ballot box this fall. In the run-up to Election Day, the Pernod Ricard-owned spirit brand is urging drinkers to #VoteResponsibly–and wait to imbibe until after hitting up the polls on Nov. 3 (or before…

Allure’s New Event Series Brings Beauty Pros and Tips to Your Couch

Allure considers its annual Best of Beauty Awards its Super Bowl. And with the 24th year of the magazine’s biggest editorial franchise occurring in a pandemic, its editorial and events team had to develop what’s now a new normal in the experiential and media world: a virtual event. The Cond? Nast-owned publication this week launched…

Frank’s RedHot and Eli Manning Take the Beloved Tailgate Tradition Virtual

With the NFL season kicking off during a pandemic, few stadiums will be able to host fans let alone pregame tailgates. So Frank’s RedHot is hoping to bring the tailgate atmosphere to fans’ homes with some help from Eli Manning. The McCormick-owned hot sauce brand has teamed with the New York Giants quarterback to hold…

RH’s Gary Friedman Outlines the Retailer’s Bold Plans for Physical Stores

For Gary Friedman, the CEO of home furnishings retailer RH (formerly Restoration Hardware), physical stores remain vital to the brand’s ambitions. “We like to say, it’s not about the internet,” he said at Adweek’s Brandweek virtual event. “It’s about the lack of imagination at retail.” Uncowed by the accelerated shift to online from offline during…